Best Practices for Social Media Content Management: Duplicating Posts Across Platforms

The question of whether a social media manager should link all social media accounts for uniform posting or execute individual posts on each platform is a topic of considerable debate. Traditionally, the recommendation has often been to adapt content to fit each platform's unique requirements and features. However, a recent shift in strategy suggests that content duplication can be a practical and effective approach.

The Trifecta of Social Media Success: Tailored Content, Reporting, and Centralization

To achieve greater success on social media, many content managers follow the advice to tailor their content to each platform carefully. This involves understanding the distinct requirements, features, and optimal posting times of various social networks. While adapting content to each platform is crucial, it can also be time-consuming and complex. This is where the idea of content duplication comes into play.

I highly recommend considering the benefits of duplicating content across platforms, with some degree of customization for each. A well-organized social media strategy must balance the need for uniformity with the importance of engaging with each platform's specific audience. One handy tool to help achieve this is a social media management tool.

The Benefits of Duplicating Posts Efficiently

For those managing multiple social media profiles, duplicating content can streamline the posting process and enhance efficiency. There are many tools available that can aid in this effort, such as Kontentino, HubSpot, HootSuite, and Buffer. These tools allow for the creation, scheduling, and customization of content, even when it needs to be posted across various platforms.

For instance, I currently use HubSpot for my company's social media. Previously, I’ve utilized HootSuite and Buffer. While these tools have their differences, they share the core functionality of providing a central location to manage and share content. Here is a typical day in my workflow:

Posting several tweets per day 1–2 weekly Facebook posts 1 weekly LinkedIn post

For certain types of content, such as blog posts, I often duplicated the content and posted it to both Twitter and LinkedIn. While I might write one version, I would still create different versions for additional tweets. Hashtags, for example, are customized for each platform.

Practical Applications and Consumer Insights

My previous experience working with Small and Medium Enterprises (SMEs) at an agency highlighted the practical benefits of content duplication. Many SMEs couldn't afford to produce content for all desired social media channels. In these cases, we selected the most important networks and customized content for those. Then, we duplicated the same content to less important channels. This approach ensured that the client maintained a presence on various platforms, even if the impact of standard content was slightly reduced.

For example, when I was on Facebook, Instagram, Twitter, and LinkedIn, I didn't drastically change my persona when moving from one network to another. The same is true for most people. As long as the content is relevant to the platform, the duplication can be beneficial.

Control and Customization Matter

While duplicating content can save significant time, it's essential to retain a degree of control and customization. Not all content is the same, and having some flexibility to adapt content to each platform is crucial. For instance, if you're sharing a corporate blog post, you can write one and duplicate it for the other platforms. However, if it's a specific tweet, you should tailor it to resonate more with the Twitter audience. Customizing hashtags and other elements is key to maximizing your reach.

Social media is about engagement and relevance. While duplication can be a powerful tool, it's important to strike a balance between efficiency and connection. Understanding your audience and tailoring content accordingly can significantly impact engagement and visibility.

In conclusion, the choice between duplicating posts and creating individual posts for each platform depends on your specific needs, resources, and goals. With the right tools and strategies, you can achieve a balance that enhances both efficiency and engagement across your social media presence.